By Scott Thurm
A proposed settlement of a lawsuit challenging the tracking of mobile-phone users could make it easier for users to opt out of targeted ads on some mobile websites.
Ringleader Digital Inc., a New York company that places ads on mobile phones, said it had agreed to settle claims that it improperly tracked phone users by placing the equivalent of “cookies” on their phones. The suit, filed in September in U.S. District Court in Los Angeles, claimed that Ringleader’s technology “re-spawned” the cookies when users tried to delete them.
Under the proposed settlement, Ringleader will place a link where its cookies are stored on a phone that will allow users to opt out of receiving targeted ads on mobile websites. (On an iPhone, it is the “databases” setting under the Safari browser.) Users would still see ads, but they won’t be targeted based on a user’s Web browsing behavior. The case did not address ads that appear inside applications on mobile phones.
“The one thing we’ve learned is that enhanced transparency is the key to consumer privacy,” said Ringleader Chief Executive Bob Walczak. “We want to make sure consumers know they have the ability to opt out.”
Majed Nachawati, one of the lawyers who filed the suit, said the proposed settlement includes a monetary payment by Ringleader. But he said he could not immediately recall the amount of money or to whom it would be paid. Mr. Walczak declined to comment on the financial terms.
“Ringleader has been very cooperative about responding to privacy concerns while protecting their ability to remain in business,” Mr. Nachawati said.
From blogs.wsj.com
